It began with a mother, and clothes outgrown too soon.

When Dilyana's first child was born, she found herself packing away beautiful little garments that had been worn only a handful of times. Each had cost a small fortune and lasted a single season. It felt wasteful — and somehow at odds with how she wanted to raise her children: gently, and with care for the world they'd inherit.

She looked for babywear that was truly made to last, and couldn't find it. So she set out to make it herself.

Shooshon is a family, and making things by hand runs through it.

Dilyana's mother, Radka, learned to knit in communist Bulgaria — a time when, if you wanted clothes that were a little different from everyone else's, you made them yourself. It was never a profession; it was simply how you got something special. Decades later, that same instinct shapes Shooshon: the pieces are co-designed by Dilyana in London and Radka in Bulgaria, sketches and stitches passed back and forth across borders until each design feels right.

Dilyana's father, Minko, trained as an artist in drawing and sculpting, and in the early 1980s made artwork for Sunny Beach, one of the resorts on Bulgaria's Black Sea coast. The small card tucked into every Shooshon order — a drawing of the old town of Nessebar, the city next door, on that same coast where Dilyana grew up — was drawn by his hand. Forty years on, the same hand draws the card that arrives with your knitwear.

What reaches your door has passed through all three of them.

Every piece is made to grow. Stretchy knits, adjustable fastenings and thoughtful details mean a single garment can be worn across whole size bands rather than a few short weeks — kept, handed down, and loved long after it's been outgrown. We call it heirloom knitwear because that's how it's meant to live: not used up, but passed on.

We believe that what we love, we cherish. Choosing natural, handmade clothes for a child is a small act of love — for them, and for the world they're growing into. And those small choices, made early, are how children first learn to love the world themselves.

As Shooshon grows, we intend to give 10% of our net profit to a cause chosen by the people who buy from us — voted for from a small shortlist close to our heart: children, nature, and craft. It's a promise we're building toward, and one we'll keep openly.